The Challenge: Launched during the pandemic, this pocket-sized sanitizer served a community of wellness-minded consumers looking for a better way to keep their hands clean. The team was a group of smart people with little experience running a brand. They needed someone to come in and scale the brand.

The Results: As the consulting Brand Director I was in charge of all brand marketing and operations. I led consumer behavior and market research to inform the market opportunity and assess the competitive landscape. Those insights helped to clarify business goals, develop a future category assortment and craft marketing initiatives.

At a time when Influencer Marketing was in flux, we used organic social and limited collaborations to promote the brand. Because of our advantageous manufacturing arrangement and unit economics, we were able to gift the product widely to spread buzz.

I was also responsible for all operational systems management, company processes and implementation of best practices. I oversaw sales & distribution strategies for both e-commerce and wholesale channels, growing sales 20% MOM while building an in-house, commission-based sales force to support growth.